From a consumer's perspective brand equity research, usually involves collecting data on consumer mindset. It measures of brand equity from the consumer through surveys. The data is used to assess the consumer’s perceptions towards the brand. From a firm’s perspective brand equity research involves the use of observed market data to assess the brand’s financial value to the firm.

The Net Promoter Score shows how much loyal are the customers. High score of NPS means the growth of the company and how the growth is achieved. Rating a company on the total value the company offers, compared to the total value offered by other suppliers of similar products/services, the Net Value Score is calculated. The benefits are -

1. It enables us to easily compare one company with another in a similar field.

2. NVS measures value and therefore is a good predictor of the likelihood of a company winning or losing market share.

3. Determining the Net Value Score is simple.

Read more about it in the article written by Julia Cupman (VP of B2B International) and Paul Hague (Director):

https://www.b2binternational.com/publications/brand-equity-research/